Says filmmaker Erik Roscam Abbing, “In the spring of 2011, the idea for the movie was born. Through my teaching, writing and consultancy practices, I got more and more interested in how new design approaches are helping large organizations deal with complex issues. I saw product-driven companies work to make the transition to a more service-dominant logic. I saw technology-centered companies aspiring to become more human-centered, with technology as enabler. And I saw large companies struggle with the agility and entrepreneurial spirit that is required for relevant innovation.”